By Liz Maida Fusaro
Publisher Operations Associate
Influencers. They’re everywhere, and there is no doubt the influencer marketplace has taken a distinguishable shape. From mega-influencers and macro-influencers to micro-influencers and nano-influencers, the difference between these categories is not just the size of their following. In fact, there are distinctions that are far more significant.
The fashion category is a prime example where influencers are more established—they have plenty of bloggers, Instagrammers, and YouTubers with large devoted fan bases. Good for them. However, the impact of influencers within the health and wellness segment is different. And, well, it should be. There’s something to be said about genuinely humanizing the content and establishing a sincere sense of trust when you are seeking health, wellness, or fitness motivation, information, and advice. And this is where micro-influencers come into play perfectly.
Are you buying a new sports bra or running watch? You’ll likely ask the opinion of your running bestie or trainer. If the trend in your favorite 6:00am hardcore workout class is the sustainable and pretty “bkr” glass water bottle, then it probably won’t be long before you’re ditching the plastic. And do you think all the ladies are raving about their new favorite farm-to-table restaurant completely independently? It turns out you’re probably already engaging with micro-influencers, be it online or offline.
The Starting Point – Definitions
An influencer is an individual who can focus the attention and affect the opinions of another individual. To categorize social media influencers into specific buckets, they are analyzed based on followers. Micro-influencers are classified as individuals who have 1,000 to 100,000 followers and are considered experts in their respective niche. The smaller, more focused niche experts have proven to connect on a deeper level with their audience and generate greater engagement. In fact, influencers with 1,000 followers generated 85% higher engagement than those having 100,000 followers, and as the number of followers increases, the engagement tends to decrease.
Higher interaction between the influencer and their audience means that a connection and relatability is established quickly. And though the primary means is through social media, micro-influencers have the advantageous ability to affect their audience wherever they may be. Rather than the big-name celebrities like Gisele Bundchen, Jessica Alba, and Gwyneth Paltrow—referred to as mega-influencers—these are people you look to for advice and inspiration. They are trusted sources, often experts in their professional fields, those who excel in a certain area or trade, a mom on the PTA, or someone who’s just darn cool in your eyes.
The Heart of the Content – Making the Connection
How do you get from the point of following a health-and-wellness influencer to a shift in thinking or acting? It’s simple: you need to know them, like them, and trust them. You are more willing to take action based on the opinions of people you know. You are more willing to look up to those you feel will provide honest beliefs and expert advice. These connections are authentic, personal, and essential. And no matter what you are seeking—motivation, inspiration, nutritional advice, new workout ideas, healthy recipes, medical information—or where you are seeking it (online or offline) you depend on the content or conversations to get you there.
What matters most is that the shared content, photo, video, podcast, and/or in-person discussion resonates easily and effectively, to such a level that you actually feel a personal, human connection. Here are three ways to identify if a micro-influencer has succeeded in making the connection:
- The content projects a relatable, honest, and knowledgeable image so much that you and the other followers turn into a community and look forward to the next interaction or shared content.
- The content is so fresh and exciting that you are more than happy to be associated with it.
- When there is a real and consistent passion, learning, and inspiration, the reading, listening to, and watching becomes a habit, and you keep coming back for more.
The Relationship is Sealed – One Health and Wellness Micro-influencer Who Nailed It
What sets her apart from other empowerment coaches and gym owners? Her use of cross-platform media is strategic and engaging and makes her messaging personal.
She also takes advantage of the technology that’s available to her—through the free app VidyoConnect she connects with her clients, members, and followers, wherever they are. She launched a live-stream platform in February 2019 that allows clients to participate in its studio workouts—live—from home, while traveling, or anywhere they have an internet connection. Talk about humanizing content and taking your relationship with an influencer to the next level!
Suzanne is just one example of countless innovative small business owners who are trying to take their businesses to the next level. Using apps and social media to connect with people and enable them to fit exercise into their schedules is where the industry is headed. It’s also an effective way to build a social following, increasing clients, and the chance that you’ll break into the status of Influencer.